Prowler Throwback Creative

Jacksonville Jaguars

Vote

The 7th Annual Awards

Nominee ✨

• Best Art Direction

Share

ABOUT THIS ENTRY

For our 2025 Throwback campaign, we built a fully immersive '90s-inspired world around the Jaguars throwback uniforms. Everything from social graphics to in-bowl activations was reimagined to match the nostalgic era.

How does this represent "Excellence in Engagement"?

This work sets a new benchmark by proving that uniform-driven creative can evolve from a moment into a fully realized, multi-game content ecosystem.

It raises the bar in a few key ways:

• Shows that fans respond more strongly to a cohesive visual world than isolated content drops
• Demonstrates that nostalgia, when executed with intention, can feel fresh and culturally relevant to a modern audience
• Proves that treating alternate uniforms like a campaign platform, not a one-off activation, drives sustained engagement across multiple weeks
• Establishes consistency across social, video, and in-stadium as a key driver of deeper fan connection

From an industry standpoint, this shifts the mindset from “big moment” thinking to “owned world” building. Teams can no longer rely on just a reveal video or a few graphics. Fans expect a full experience that lives across platforms and carries through the entire lifecycle of the campaign.

Objective

The 2025 season marked the second year the Jaguars donned their iconic Prowler uniforms, but this time it carried even more weight. With four home games featuring the look, including a Monday Night Football matchup against the Kansas City Chiefs, we saw an opportunity to build something bigger than a one-off moment.

Instead of treating the Prowler uniforms like a temporary switch, we created an entire visual world around them. Every touchpoint was designed to feel intentional and era-specific, pulling inspiration from the time period these uniforms originally lived in. From social graphics on your phone to the in-stadium experience on game day, everything worked together to feel cohesive, immersive, and true to that identity.

Strategy & Execution

The modern sports fan expects more than just a post or a uniform reveal, they want something that feels immersive, shareable, and worth their attention. With that in mind, this project was built to live across every platform fans interact with, from social to in-stadium, while still being easy to consume.

We leaned into nostalgia in a way that felt fresh, creating a distinct visual world that stood out in crowded feeds but was still instantly recognizable. The content was designed to be digestible, visually engaging, and flexible enough to adapt across formats like Instagram, X, video, and in-game displays.

Organizations

• Jacksonville Jaguars

Credits

Devin Carvajal
Creative Content Manager
Jacksonville Jaguars

NIcholas Johnson
Graphic Designer
Jacksonville Jaguars

Zack Breunle
Graphic Designer
Jacksonville Jaguars

Jackie Convery
Graphic Designer
Jacksonville Jaguars

Chris Burdett
Senior Design Manager
Jacksonville Jaguars

John Cascio
Director of Brand Design & Creative
Jacksonville Jaguars

Everette Sullivan
Director of Creative Media
Jacksonville Jaguars

Chris Powers
Graphic Designer
Jacksonville Jaguars

Manny Alvarez Pinzon
Motion Graphics Producer
Jacksonville Jaguars

NicK Cortez
Senior Production Artist
Jacksonville Jaguars

Kam Nedd
Senior Manager of Photography
Jacksonville Jaguars

Chris Kim
Photography and Digital Asset Management Coordinator
Jacksonville Jaguars

Celebrate in NYC

Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.